WVU IMC Capstone Project - Spring 2015

AN INTEGRATED MARKETING CAMPAIGN
PROPOSAL CREATED FOR
MAY 2015
1706 E. Santa Ana Canyon Road : Orange, California 92865 : 714.606.9065 : bubblelabinc.com
St. Jude Children’s Research Hospital Integrated Marketing Campaign Proposal
©2015 Bubble Lab, Inc.
CONFIDENTIAL
PENETRATING THE HEARTS AND MINDS
OF YOUNG PROFESSIONAL DONORS
TO BUILD LONG-TERM SUCCESS
CONNECTED.

KRISTI HANSEN
PRESIDENT/CEO
1706 E. Santa Ana Canyon Road
Orange, California 92865
714.606.9065
kristi@bubblelabinc.com
KRISTI HANSEN
PRESIDENT/CEO
714.606.9065
KRISTI HANSEN
PRESIDENT/CEO
714.606.9065

Ms. Melanee Hannock
Sr. Vice President, Marketing
St. Jude Children's Research Hospital
262 Danny Thomas Place
Memphis, TN 38015-3678
Dear Ms. Hannock,
Thank you for taking the time to read this integrated marketing communication proposal for
St. Jude. I had the pleasure of speaking with our mutual friend, St. Jude board member
Judy Habib. Her enthusiasm for the St. Jude mission is infectious. At the close of our
interview, I had a newfound appreciation for groundbreaking marketing efforts such as the
Thanks and Giving®
campaign the team has put forth throughout the years.
Despite the success of this campaign, St. Jude faces stiff competition for the hearts and
minds of young professionals. Bubble Lab, Inc. is the perfect partner to penetrate this
market and connect them to St. Jude for the long-term. We are a full-service integrated
marketing communications agency located in Southern California. Our proprietary
three-step process borrows terms familiar to cancer research. Dynamic Discovery, Savvy
Sequencing and Rapid Replication ensure that our marketing efforts are based on target
insights, impactful touchpoints, and scalable optimizations. This is manifested through our
broad capabilities including audience research and strategic planning, creative and
message development, customer relationship management, event planning, social
marketing and digital innovation.
Bubble Lab has developed a campaign that will generate over $30 million for St. Jude in
the next three years. It will also give you the long-term solution for building affinity among
the young professionals. I will follow up next week to talk through any questions.
Sincerely,
Kristi Hansen
President/CEO
Bubble Lab, Inc.
cc: Ms. Shelby Anderson
cc: Ms. Katie Foster
1706 E. Santa Ana Canyon Road : Orange, California 92865 : 714.606.9065 : bubblelabinc.com

ST. JUDE CHILDREN’S RESEARCH HOSPITAL CAMPAIGN PROPOSAL 1
TABLE OF CONTENTS
EXECUTIVE SUMMARY PAGE 3
WELCOME TO BUBBLE LAB, INC. PAGE 5
ST. JUDE BACKGROUND PAGE 7
SISTER CHARITIES INSIGHTS PAGE 13
THE YOUNG PROFESSIONAL MARKET PAGE 23
SWOT ANALYSIS PAGE 27
FOCUS GROUP REPORT PAGE 28
ST. JUDE BRAND POSITIONING AND PERSONALITY PAGE 31
INTEGRATED COMMUNICATIONS STRATEGY STATEMENT PAGE 33
CREATIVE BRIEF PAGE 35
CREATIVE CONCEPT PAGE 37
OBJECTIVES AND STRATEGIES PAGE 41
COMMUNICATION PLAN AND BUDGET OVERVIEW PAGE 43
TOUCHPOINT DESCRIPTIONS AND EXECUTIONS PAGE 47
EVALUATION PLAN PAGE 77
CONCLUSION PAGE 79
REFERENCES PAGE 81
APPENDIX PAGE 85

EXECUTIVE SUMMARY
Bubble Lab is excited about the opportunity to connect with young professionals on
behalf of St. Jude. Four key campaign objectives were identified that will increase
new young professional donors, repeat donations, social media exposure and build
a database for outreach in the next twelve months. The touchpoints reflect the
strategy to use innovative digital technology, events, viral videos, guerilla tactics,
social media, and internal communications to garner support. The execution
includes creative, production, facilitation, training, media, public relations and
measurement reporting. And, for efficiencies, the budget for the campaign is
slightly under the $15 million budget.
Through extensive research including two focus groups, Bubble Lab uncovered
some key insights that informed the campaign. For instance, St. Jude Children’s
Research Hospital has high credibility in the minds of young professionals. But, they
don’t have loyalty to St. Jude. In fact, the only time they donate is if they are
presented with the opportunity at a cash register. Most of the time, these
opportunities are few and far between.
St. Jude can penetrate this audience and give them the tools and exposure they
need to become life long advocates of St. Jude. Using digital innovation and a
multicultural approach, Bubble Lab has created an integrated marketing
communication plan that will bring young professionals closer to the efforts of St.
Jude. The touchpoints seek to lift the veil of mystery around St. Jude, so that young
professionals can participate and truly see their impact.
Bubble Lab is the perfect partner to develop and execute the new young
professional outreach for St. Jude. Young professionals are interested in issues, not
organizations. This insight is reflected in the creative campaign that ties all of the
touchpoints together. But, this campaign is more than just a message for St. Jude.
It is a movement. It is a call to action. It is a rallying cry for the people working to
help children and families. This campaign taps into the fundamental needs of
people to be part of something larger. It is the next frontier of St. Jude marketing.

WELCOME TO BUBBLE LAB, INC.
MISSION STATEMENT
Bubble Lab helps organizations looking to build affinity in a seemingly
impenetrable market by unlocking the mysteries of a brand’s DNA in
order to express the right messages for today’s audience.
Bubble Lab, Inc. is a full-service integrated marketing communications agency located in
Orange County California. Our innovative and fun new interpretation of marketing was
developed on the premise that everyone has his or her own ‘bubble’ or a circle of trust.
Brands strive to be part of these bubble ecosystems. And, in an age of consumer-
generated content, brands often take on a life of their own inside these bubbles, without
opportunity for company interaction. By interpreting both the DNA possibilities of the
brand and understanding the structure of audience bubbles on a deeply human level, we
will create innovative marketing programs that come along side the audience. “By
becoming one with the bubble, we can provide an emotional value beyond the product
or service,” states Kristi Hansen, Bubble Lab’s President and CEO.

WHAT BUBBLE LAB CAN OFFER ST. JUDE
Five-forces—mobile, social, data, sensors and location—that are changing the way in
which we experience charity, shopping, travel, customer service and health (Scoble &
Israel, 2014). These technologies are St. Jude’s golden opportunity. Today, our multi-
screen young professional audiences are engaged with brands at “the precise moment
when they have a need, intent or question they want answered” (Lecinski, 2014). At
Bubble Lab, our campaigns strive to be present in the moments that matter. But, it is not
only about being there, we have to have something relevant and engaging to say.
“One-way interruption marketing is yesterday’s message” (Scott, 2013). Encouraging
a two-way dialogue is key to building a relationship with our audience.
Bubble Lab offers the full spectrum of integrated marketing services, each of which are
tailored to meet St. Jude’s requirements for strategic brand expression. Our three-step
approach is research-driven and focused on optimizing activities in key markets this year, in
order to role out nationwide to local chapters in the next three years.
DYNAMIC DISCOVERY SAVVY SEQUENCING RAPID REPLICATION
AUDIENCE INSIGHTS
! In-depth Interviews
! Focus Groups
! Research
! Social Media Listening
! Secondary Research
! Perception Mapping
AUDITING
! Competition
! Media
PLANNING
! Strategic Imperatives
! Message Testing
! Journey Mapping
! Campaign Planning
CREATIVE
! Concept Development
! Look and Feel
! Storytelling
! Broadcast/Radio
! Digital/Multimedia
! Augmented Reality
! Variable Printing
RELATIONSHIP
MANAGEMENT
! Touchpoint Tactics
! eCommunications
! Mobile Marketing
! Social Marketing
! Event Planning
! Internal Communications
OPTIMIZATION
! Piloting/User Testing
! Analytics
MEDIA/AWARENESS
! Social/Online Media
! Local Media
ROLL-OUT PLANS
! Internal Support
! Campaign Cookbook
! Schedules and Budgeting
ROI
! Metric Reporting
! Impact Reporting
! Message Recall

THE ST. JUDE MISSION
The mission of St. Jude Children’s Research Hospital is to advance
cures, and means of prevention, for pediatric catastrophic diseases
through research and treatment. Consistent with the vision of our
founder Danny Thomas, no child is denied treatment based on race,
religion or a family's ability to pay.
St. Jude Children’s Research Hospital is unlike any other. With a focus on putting
children and families first, the hospital combines research and patient care in one
centralized location. This forms a more agile relationship among scientist and physician
and patient. With the opening of the hospital in 1962, a dream that “No child should die
in the dawn of life.” was born.
THE IMPACT OF ST. JUDE
St. Jude Children’s Research Hospital is a unique concept in pediatric cancer care.
Children from all over the United States are cared for regardless of financial means. In
fact, no family is given a bill for treatment, lodging or transportation. Focused on a
“bench to bedside” approach (Thomas, 2014), St. Jude connects the scientists and
researchers directly with the doctors and patients in need. Mostly publically funded, it
takes roughly $2 million dollars a day to fund the research and patient care.
HISTORY - THE ORIGINAL ‘KICKSTARTER’ CAMPAIGN
Mr. Thomas was the epitome of a grassroots fundraiser. The St. Jude of today fulfills a
well-documented promise that comedian and actor Danny Thomas made to St. Jude

Thaddeus, the patron saint of the hopeless in 1943. At that time, he did not have the
power of an online social network. Instead, he took his station wagon and wife, and drove
around the country soliciting support from young Americans of Arab descent to “kick
start” his dream to build a shrine to St. Jude (Habib, 2015). These new volunteer recruits
were limited in funds but united in Mr. Thomas’ vision. Guided by an infectious passion,
they quickly had to figure out how to raise money in any small way to give back to the
country that had given them so much.
St. Jude board member and marketing committee chair, Judy Habib, said in a Bubble
Lab interview, “He built more than just a shrine” (Habib, 2015). Mr. Thomas agrees. For
him, St. Jude is the reason he was born. His coat of arms reads, “Blessed is he who
knows why he was born” (Rothstein, 1991). By the time he died at age 79, he felt
definitively blessed.
BENCH TO BEDSIDE
St. Jude’s bench to bedside approach has empowered cross-disciplinary, multi-
departmental programs to tackle diseases like blood cancers and brain tumors employing
novel approaches to therapy like signal transduction and molecular oncology. “The
Cancer Center also includes a new Cancer Prevention & Control Program, which builds
on the institution’s commitment to long-term follow-up of patients in the After
Completion of Therapy Clinic” (St. Jude, 2015). Every new pivotal advance in cancer
treatment is shared with the broader medical community. In many ways, all hospitals are
St. Jude Hospitals.
When St. Jude opened in 1962, the survival rate for childhood cancer was 20%. Today,
families are thankful for an 80% survival rate (St. Jude, 2015). St. Jude recognizes there is
still work to be done. Many of the current treatments result in extensive side effects,
making for unpleasant experiences for children. Through their exclusive fundraising
organization, American Lebanese Syrian Associated Charities (ALSAC), St. Jude can fulfill
their goal to never stop serving families dealing with catastrophic diseases.
A CHILD IS MORE THAN A PATIENT
The hospital is like no other when it comes to
putting the child first. There are little red
wagons instead of wheelchairs. Themed
waiting rooms transport visitors to sunny
beaches and magical kingdoms. There are
double benefits of welcoming all children,
regardless of financial means. Families find a

refuge and hope. And, despite the major advances in the last fifty years, there is a lot
more work to be done in discovering the underlying genetic factors in cancerous cell
development. With each child that enters St. Jude, comes the possibility of a key
discovery that will lead to a cure.
FINANCIAL
St. Jude Children’s Research Hospital is headquartered in Memphis, Tennessee but has
six affiliation hospitals in southern and Midwest states. In 2013, ALSAC raised over $1.1
billion dollars through a combination of donations, grants, government funds and events.
90% of the funds came from the public. 69% of the total revenue was used for program
operations. 20% was used to fund the actual fundraising events. Since 2010, St. Jude has
streamlined their program costs, while
continuing to build fundraising efforts
(Charity Navigator, 2015).
On average, 67,000 children are admitted
to St. Jude every year (St. Jude, 2015). St.
Jude has more than 3,600 employees. It
takes almost $2 million to operate the
hospital each day. St. Jude has treated
children from all 50 states and from around
the world.

SITUATION ANALYSIS
For many second-generation St. Jude supporters, like board member Judy Habib, giving
to St. Jude is a way of life.
“My father was a newly minted physician. And Danny was like, ‘Good. We need
medical people on our board. You’re in.’ As a kid, I just grew up knowing that
this is just part of life. There is family. There is church. And, there is St. Jude”
(Habib, 2015).
Likewise, grandmothers would remember to write checks to St. Jude after the birth of a
child in the family, as a way of thanking God for a healthy baby. But in the late 1960’s, a
new technology, the television, began influencing the hearts and minds of dutiful St.
Jude donors. Telethons became a powerful reminder of the variety of medical issues
facing the American public. Combining entertainment and emotional storytelling, these
telethons gave new visibility to charities such as the Muscular Dystrophy Association
(Jerry’s Kids), United Cerebral Palsy, and Children’s Miracle Network.
Where once families supported one or two charities throughout the year, now they were
presented with many different charities needing support. The loyalty St. Jude had
experienced over the years was threatened by this new world of televised charity
‘pledge drives’.
A NEW APPROACH - THANKS AND GIVING®
A decade ago, ALSAC decided that St. Jude needed to “own” a time of the year, much
like the Jerry Lewis MDA telethon had owned Labor Day for the past 40 years (Habib,
2015). Most visible during the November and December months, the Thanks and
Giving® campaign was born as a rallying cry to families, “Give thanks for the healthy
children in your life. And, give to those who are not”. Now in its 11th year, this multi-
channel, multi-partner campaign is a “is a holiday tradition unlike any other” (St. Jude,
2015) and raises almost $80 million every year with the help of over 60 retail partners like
Kmart, Williams and Sonoma, CVS and Chili’s.
HISPANIC DONORS
Committed to reaching untapped Hispanic donors, St. Jude leverages celebrities like
Luis Fonsi, as well as Sofia Vergara, Daisy Fuentes, Prince Royce and Juanes to fuel social
media efforts within the community. HOSPITALSANJUDAS.ORG, the Spanish language
website, saw an increase in donations of 99.6% in 2012, elevating Hispanic donor
engagement to record-setting levels.

MARKETING EFFORTS
With a unique look and feel that focuses on black
and white imagery coupled with bright green
call-to-actions all focus on singular, focused
message, “Give. To Help Us Live.” Primarily active in
the October through January months, the Thanks
and Giving®
campaign represents the focus of St.
Jude’s $217 million dollar media spend throughout
2014 (Kantar Media).
The campaign employs a variety of marketing tactics
such as online contextual marketing via banner ads,
partner co-promotions, search media and public
relation efforts. In addition, the Today Show
showcases the campaign for a full week around the
Thanksgiving holiday. The main contributor to
fundraising efforts, retail partners offer holiday
The Thanks and Giving® campaign look
and feel uses black and white images of
children to differentiate from the
competitive “sister charities”.
shoppers the opportunity to donate money at point-of-sale. Walks, social media and in-
theatre advertising provide additional surround-sound messaging. According to a 2014
press release, the Thanks and Giving®
campaign has raised over $487 million over the
past 10 years (St. Jude, 2014).
BROADER ADOPTION OF CAUSE MARKETING
St. Jude spearheaded the idea of cause marketing (Habib, 2015). They used corporate
partnerships to align missions focused on the greater good. St. Jude was given
visibility to retail consumers looking to find meaning in their purchases. Retailers
jumped at the chance to include St. Jude in their holiday promotions, knowing that it
$0
$20,000
$40,000
$60,000
St. Jude 2014 Total Media Spend
Dollars Listed in millions ($000)

would strengthen brand perception (Kotler, Hessekiel, & Lee, 2012) during the highly
competitive shopping season.
Like in the early days of telethons, today’s technology has allowed a broader adoption of
cause marketing issues. Once again St. Jude needs to adjust its approach to compensate
for companies like CVS who are adopting issues, such as smoking cessation, that better
align to its business goals. Not to mention, the public is bombarded with many point-of-
sale donation asks, personal crowd-funding requests and instant exposure to global and
national disaster concerns. Sister charities have offered new ways of donating that
emotionally connect the public to the charity, providing for a more long-term
commitment. Without constant innovation, St. Jude runs the risk of becoming obsolete in
the minds of the public. St. Jude has a goal to “Position ourselves as the elite fundraising
program in the young professional market” (Foster, 2014). And to do so, Bubble Lab will
extend the Thanks and Giving®
campaign into a more tangible, responsive campaign that
emotionally connects young professionals with St. Jude.

SISTER CHARITIES INSIGHTS
There are many benefits to having a variety of different charities all working toward a
singular goal. One is that many different people all on a mission to cure cancer are given
resources and funds from variety of sources. Two, the combined exposure raises the
charity IQ of the public, elevating the concept of “giving back” or “paying it forward”.
This impacts not only today’s generation, but tomorrow’s as well, creating a generation
ripe for charity participation, donating their time, talent and money.
To view other charities as competitors would not hold true to St. Jude’s mission to
“advance cures, and means of prevention, for pediatric catastrophic diseases through
research and treatment” (St. Jude, 2015). Instead, St. Jude views these organizations as
“Sister Charities”, each with a goal similar to their own. There are several organizations
that Bubble Lab has identified who have gained traction within the target audience of
young professionals.
PUBLIC FUNDS RAISED IN 2012: $31MM
Founded in 1983, The Children’s Miracle Network Hospitals has been raising money for
170 local children’s hospitals nationwide. Their mission statement reads, “We increase
funds and awareness for local children’s hospitals” with a vision that “Together we save
kids’ lives” (CMNH, 2015). Their website home page asks visitors to “Put your money
where the miracles are” (CMNH, 2015). It showcases a smiling young child battling a
serious illness and offers the opportunity for a $10, $20 or $50 donation “towards a
miracle”. Young professionals want to see an immediate impact on their donation, so the
web site offers a searchable database of hospitals near them that this charity serves.

62 children enter a Children’s Miracle Network Hospital every minute. Bubble Lab’s in-
depth research concluded that the organization planned to launch a “62 Every Minute”
campaign complete with website and a hashtag. Various consumer-generated shares of
the message can be found on social media sites like Pinterest and Facebook.
Additionally, banner ads were in market as of April 2014. However, the
62everyminute.org domain registered in 2013 by CMNH does not result in a website or
even a redirect. Other than the banner ads and domain name, there is no additional
press release or further information on this campaign.
Depending on the execution, this campaign could serve the millennial audience well. It
not only gives them something to rally around and share, it gives tangible results as to
where their money is going – to the 62 kids per minute that are brought to the
local hospitals.
Children’s Miracle Network focuses on local hospital messaging
Children’s Miracle Network Hospitals does a great job of focusing on a singular message
– helping local hospitals. Their partnership with Walmart and Sam’s Club is strong which
increases awareness and helps to raise money. However, their marketing efforts are
limited, confusing and do not offer a surround-sound approach for messaging. The
underserved 62 Every Minute campaign offers an opportunity to extend a compelling
message into the social spheres of the millennial audience. However, in a focus group of
21-30 year olds, Bubble Lab learned that this group prefers an “any amount helps”
approach to asking for donations, instead of the indicated dollar amounts as seen on
Children’s Miracle Network Hospitals website home page.

Beginning in the 1960’s, the Leukemia & Lymphoma Society (LLS) has been raising
money specifically to fight blood cancers. Their current tagline is “Someday is Today”
touting the fact that LLS is “saving lives today”. They focus on a mission to “cure
leukemia, lymphoma, Hodgkin's disease and myeloma, and improve the quality of life of
patients and their families” (LLS, 2015). They clinically support the advancement of blood
cancer research and work to expand partnerships in discovery. LLS offers two key
fundraising activities that appeal to the millennial donor. Both events put a unique twist
on a basic every-day activity: walking.
Light The Night Walk is a family-centric event that is put on by the local LLS chapters in
the communities they serve. The event boasts its own website at lightthenight.org where
people can register and raise money for the evening walk. The night is illuminated by the
signature lanterns carried by participants – “white for survivors, red for supporters and
gold in memory of loved ones lost to a blood cancer” (LLS, 2015). There are a variety of
incentive levels for participation. Young professionals are attracted to this event because
of the ease of involvement and activity. Additionally, the novelty of a nighttime outdoors

walk plays well into the desire for diversity in their experiences. LLS provides all the tools
needed for fundraising including personalized pages and donation trackers. Since local
chapters are heavily involved with promotion of each walk, their outreach to local
companies is prevalent. Many young professionals are introduced to LLS through their
company’s participation in the event. LLS states that on average, each participant raises
$240 (LLS, 2015).
The Team in Training program encourages young professionals to raise money for LLS
through marathon training and running. For many young people, running a marathon or
even a 5k sounds like a difficult feat. But with Team in Training, people get the support,
inspiration and training they need. In return, they raise money from family and friends to
participate in the training and running event free of charge. The website is located at
teamintraining.org. Since 1988, this program has had over 600,000 participants and has
raised more than $1.4 billion.
This program appeals to the cash-strapped young professionals who desire make an
impact on their own lives, while saving other lives as well. It plays on the highest level of
Maslow’s Hierarchy of Needs: self-actualization. The program provides the coaches,
mentors and support for beginners in this type of activity, giving them the tools they
need to succeed.
Leukemia and Lymphoma Society relies on local chapters to develop a consistent
presence through their two most prominent programs: Light the Night and Team in
Training. They have done a great job of keeping the brand essence consistent
nationwide. The strength of these programs lies in the on-going company sponsored

employee involvement and the ease of participation. Walking or running naturally
releases endorphins ensuring each person leaves feeling inspired. However, the unique
aspect of walking at night with lanterns, or running a marathon as part of a team, elevates
the experience apart from traditional charity “fun runs”.
Since 1980, Make A Wish Foundation has been granting “wishes” for kids dealing with
life-threatening medical issues. Their guiding philosophy has always been “Wishes are
more than just a nice thing” (Make-A-Wish, 2015). “A wish come true helps children feel
stronger, more energetic, more willing and able to battle” (Make-A-Wish, 2015).
Make-A-Wish Foundation does not have specific events that appeal to young
professionals. However, they have the Wishmakers on Campus program that is targeted
at College Students. The young professionals of today may have had positive exposure
to the charity at their alma mater. Some fundraising projects listed are Dance Marathons,
Bachelor/Bachelorette Auction, Sports Tournaments and Bowl-A-Thons. Additionally,
Make-A-Wish chapters put on Walk for Wishes 5k walks nationwide. There is also a
Wishmakers At Work program for companies to encourage their employees to raise
money for the charity.
Naturally, Make-A-Wish has partnered with companies in the travel industry. Current top
corporate sponsors are Disney, Macy’s, American Airlines, Avis and Chi Omega
Fraternity, Delta, Maggianos, Royal Caribbean, Southwest, StraightTalk Wireless, Subaru,
United and United Health Foundation.
Make-A-Wish is a well-known charity thanks to the unique service they provide kids in
need. Their mission tugs at the heartstrings of the millennial audience. However, their
marketing and messaging approach does not tap into the needs of this audience to get
involved. While the website gets a lot of traffic, the traffic is older. This is definitely a
reflection of the targeted marketing strategy. They are targeting the older professional
who has the airline miles and ample cash to donate to their cause.

Founded in 2008, Stand Up To Cancer has been raising money to accelerate
development of therapies in order to “save lives now” (SU2C, 2015). Their tagline is “This
is where the end of cancer begins”. They focus on a mission to “bring together the best
and the brightest researchers” mandating collaboration among the cancer community
(SU2C, 2015). Their strategy is to “galvanize the entertainment industry” to generate
awareness and education about cancer issues. Since inception, the foundation has
funded over 140 clinical trials with over 4,000 patients enrolled.
To motivate action among young professionals, Stand Up To Cancer offers a variety of
ways to help raise money with the message, “Don’t Just Stand There”. Diversity in ways
to participate is appealing to young professionals. Through the website, visitors can set
up an online fundraiser, complete with tools to help them share the message through
their social networks. They can then manage donations and thank you message through
the website.
For the self-starter, the website also offers the unique opportunity of creating your own
event. On the “Stand Up and Do Your Thing” page, visitors can submit their idea, set up
a fundraising announcement and organize their event and manage the donations. Stand
Up To Cancer provides a graphic toolkit with logos, posters and even music that can be
used at the event.
“BE PART OF SOMETHING BIG”
This is a message that resonates with the young
professional psychographics. For as little as $5,
visitors to the Constellation page can “Launch
A Star” in honor of someone who has been
touched directly by cancer.

CELEBRITY ENDORSEMENT
Stand Up To Cancer has deep support in the entertainment
industry, giving high visibility of the charity to the millennial
audience. There are over 234 celebrity supporters ranging
from Katie Couric to Katy Perry (LookToTheStars, 2015).
These celebrities have been featured in commercials and
advertising. In 2014, the organization broadcasted a live-
streaming telethon featuring many well-known personalities
raising over $109 million (SU2C, 2015).
While the organization does not spend a lot of money on
advertising, Stand Up To Cancer has broad brand
recognition because of the visibility of the celebrity supporters. However, the message of
what the organization does is lost behind the glitz and glamour of the Hollywood support
system. For the millennial audience, it is important they know whom they are helping with
their money. Stand Up To Cancer shows the Dream Team researchers and reports on
their progress, but there are not a lot of emotional stories of success. However, the
website does offer many great resources for young professionals to take initiative and
participate through honoring loves ones or organizing online and offline events.
Charity: Water is not like the other sister charities in the mission to cure cancer. Bubble
Lab feels the charity is worth looking at due to their effective approach of raising money
by enlisting young professionals to spread their message. Paul Young, Director of Digital
at Charity: Water, describes the strategy this way: “We are trying to build a movement of
passionate people who are going to form a relationship with us for years…. We want our
donors to be advocates. We want them to share content, we want them to feel really
connected to their impact and we want them to represent that to all their friends and
family” (Kanter, 2013).

Charity: Water uses the psychographic phenomena of “social proof” in its messaging to
help raise funds. Bryan Gardner defines social proof as, “the positive influence created
when people find out others are doing something – now, suddenly, everyone else wants
to do that something too” (Gardner, 2012). This is also known as, “the fear of missing
out”. People like feeling included and do not want to miss out on an opportunity to be
the first among their social circles to do something others have not caught onto yet
(StumbleUpon, 2012).
Charity: Water is highly transparent and offers easy access to location specific reports,
blogs and videos that tell stories of in-progress updates. The charity has found donors,
called “well members”, who give $24,000 a year to cover overhead costs such as credit
card transactions. This means general Web site visitors who want to provide clean water
to a person for a small $10 donation can be sure that all proceeds will go to the actual
water project. In addition, the donor is informed that a report will be generated about
each specific project, and a local water committee and maintenance organization will be
created to keep it running (Aaker, 2013). The use of imagery has been an essential part of
the campaign process since Charity: Water began. When they first built six wells in
Uganda, they photographed them in progress (Smith & Aaker, 2014). Therefore, there
are video thank-yous, professional photos of the progress and infographics that help
encourage even the smallest of donors to spread the word (Fritz, 2012).
COMPLETED PROJECTS INTERACTIVE MAP
Young professionals like to know where their money is going and the website has an
interactive map that reports on the completed projects including overview, photos and in
some cases, video.
MYCHARITY: WATER
The MyCharity: Water website offers many opportunities for young professionals to start
online campaigns to raise money for water projects. MyCharity: Water provides all the
tools to set up, share and manage donations.

Charity: Water has done a phenomenal job of creating a charity giving experience that is
user-centric. Young professionals have the opportunity to create fundraising campaigns
using their own time and talents. However, other than the banner ad advertising, the
actual beneficiaries take a back seat to the volunteer needs, which may not sit well with
this generation. Bubble Lab’s research indicates that young professionals are passionate
about the issues concerning the charity, and want to put the charity’s needs above their
own. The reporting structure of Charity: Water is something to model. Young
professionals want to know the impact they are making with their money.
SISTER CHARITIES KEY TAKEAWAYS FOR ST. JUDE
St. Jude can learn from its sister charities and develop a unique presence within the
young professional market. The key takaways of the competitive audit are:
! Create ownable and digestible campaign elements. Speak to the issue rather
than the organization. Children’s Miracle Network started to do this with their “62
Every Minute” campaign which included social media hashtag #62everyminute.
! Develop innovative spins on traditional fundraising events. Leukemia and
Lymphoma Society’s Light the Night walk is a memorable and fun twist that
differentiates amongst other 5k charity events.
! Provide online giving tools that are specific to the needs of target audience.
Make-A-Wish targets business travelers and makes it easy for them to donate their
airline miles. Likewise, Stand Up To Cancer has specialized social giving tools that
allow people to be part of a larger mission.
! Be transparent. Charity: Water does an excellent job of providing reports, case
studies and infographics that prove the impact of a person’s personal donation.

CHALLENGES AND OPPORTUNITIES
Through the Thanks and Giving®
campaign, St. Jude has effectively secured a time of
year in which the public can combine their holiday shopping needs with their desire to
think of others. The campaign makes it easy to donate through bill-round ups, point-of-
sale donations and products whose proceeds benefit the charity.
The lack of an emotional connection to St. Jude is the core limitation of this campaign.
The stores that have an active employee base engaged in the mission do better in
obtaining donations than other stores (Habib, 2015). For the public, donating to St. Jude
is convenient, but there is no feeling of connection to the people the money is helping.
Young professionals would happily donate to any charity that makes it easy at check out.
And, with the variety of cause marketing options available to them, no wonder there is a
lack in long-term loyalty.
St. Jude has the opportunity to enhance the Thanks and Giving®
campaign to resonate
for the long-term. Part of the strategy will be to raise the consciousness that every
donation matters and actually affects a real person. St. Jude needs to lift the veil of their
organization and better personalize the giving experience. Simply including the names
and ages of cancer patients is not enough. The public is desensitized to these tactics. The
young professional audience demands a more authentic and emotional view into
St. Jude’s families, patients and the impact of cancer research.

THE YOUNG PROFESSIONAL MARKET
When looking inside the young professional mind, marketers must realize that happiness,
discovery and passion are at the forefront of the consideration set. This group approaches
“their futures knowing how many options are in front of them. Charities that can
accommodate and enable these attitudes are the ones that will have staying power with
young professionals” (Spenner, 2014). Unlike the older generation that value stability,
justice and practicality, the millennial generation craves diversity and sharing in their
brand experiences.
DEMOGRAPHICS
Today’s 21-30 year-old professional audiences are also known as members of the
millennial generation. Born between 1980 and 1996, millennials represent 25% of all
consumers. This group of 80 million people makes 21% of all discretionary purchases
“which is estimated over a trillion dollars in direct buying power and a huge influence on
older generations” (Millennial Marketing, 2015). Today, they spend about $300 billion
annually on discretionary products. Five years from now, they will make up 50% of the
workforce (Feldmann, 2014).
PSYCHOGRAPHICS
In addition to demographics of a target audience, it is important to understand “what
they like to do in their spare time and how they feel about important issues” (Buenger,
2012). According to the 2014 Millennial Impact Report, young professionals are heavily
influenced by the decisions and behaviors of their peers (Feldmann, 2014). Therefore,
they are more likely to participate in volunteer work when peers are involved. “Creating a
team-based service project or volunteer event nurtures their desire for peer interaction”
(Feldmann, 2014). Often, they are first introduced to a charity through volunteer at work
initiatives. According to a recent survey, 87% felt encouraged to volunteer or participate
in their company’s cause work and community initiatives (Feldmann, 2014).
St. Jude also needs to consider these additional psychographic traits:
! They engage with causes and issues to help people, not institutions
! They like to “trial” their relationship with a cause, before committing long-term
! They treat all their assets (time, money, network, etc.) as having equal value
! They want to experience an organization’s work without having to be there
(Feldmann, 2014)

THRIVING IN TEAMWORK
One thing to remember is that young professionals have grown up in an environment that
fosters teamwork. They grew up heavily active in team-based sports, mandatory team
volunteering in school, and 24/7 access to an online social network. “Young professionals
like working in groups and we highly prefer a sense of unity and collaboration over
division and competition” (The Millennial Legacy, 2013). Another insight is that, whether
it is working or volunteering, they love collaborating toward a larger goal. “Young
professionals need to feel as though they are part of a community at work—nearly 9 in 10
want a workplace to be social and fun. Instead of being a small cog unaware of any larger
mission, Young professionals like being kept in the loop regarding their company’s vision,
future innovations and business development plans” (Taylor, 2013).
CHANGE IN ROLES
This generation is entering parenthood stage. And with that, there are dramatic
psychographic shifts. They will no longer known as lazy or self-absorbed as they were in
their younger years. According to Jeff Fromm, author of Millennials With Kids, the key to
success in marketing to this generation is to, as Apple would say, “think different”. “Enlist
millennial parents as co-creators of brands and products. Promote purpose beyond the
bottom line. Cultivate shares. Democratize customer experience. Integrate technology”
(Fromm & Vidler, 2015).
MEDIA CONSUMPTION HABITS
The young professional’s media consumption habits have roots in their early experiences
with digital technology. This group does not distinguish between offline and online
experiences or websites and social media. Their laptops and phones are not only tools.
They are extensions of themselves. Their 24/7 connectivity within the social ecosystem
results in a high desire for peer affirmation. These digital natives use tablet devices to
watch videos more than any other generation. In fact, tablets make up 23% of all their
video views (MarketingCharts, 2013). And with 42% of young professionals using them,
Kindles and eReaders are quickly becoming most important for reading. (Bite, 2015).
A 2014 Wall Street Journal report showed that young professionals spend 18 hours a day
engaged in media (Fitzgerald, 2014). The chart on the next page indicates that, while not
mutually exclusive, the internet and social networking impact most of the millennial time.
Print magazine and newspapers are not as effective in reaching this audience.

Young professional media consumption habits
MEDIA AUTHENTICITY
No matter what media is used to communicate, young professionals demand an
authentic voice and experience. When it comes to the types of videos young
professionals enjoy, we see a preference for consumer-generated content (Bespoke,
2013). This group is three times more likely to consult social media comments and blogs
for an authentic point of view (Market Strategies, 2014). According to the 2015 Millennial
Index Report, only 15% spend more than three hours a week on Twitter and 43% do not
use Twitter at all. The average young professional spends more time working online than
they spend on Twitter. In fact young professionals spend more time on work related
online forums & user groups than they spend on sites like Instagram, Pinterest or Tumblr
(Bite, 2015).
MULTICULTURALISM
An important subset of the 21-30 year old professional audience is the Hispanic
audience. Since 2010, St. Jude has been the official philanthropic partner of Lambda
Theta Alpha, the first Latina-based sorority in the nation (St. Jude, 2015). Hispanic
millennials represent 21% of all millennials. However, in key markets such as Los Angeles,
Chicago, Miami, New York and Houston, those numbers rise to 25-50% (Villa, 2013). This
subset is not all that different from their mainstream counterparts in their psychographic
profile, but Hispanics millennials are embracing a “bigger, more inclusive definition of
Latino and American identity” (Villa, 2013). It will be important to develop touchpoints
that resonate with the Hispanic young professional and make them feel part of St. Jude’s
American dream.

BUBBLE LAB WORKSHOP: VIEWS ON CHARITABLE GIVING
To better understand the millennial audience’s
views on charitable giving, Bubble Lab
conducted a series of exercises in a workshop
with eight 21-30 year-olds. The results are
clear. This group would like to give more, but
do not see opportunities presented to them.
Most importantly, they want to know where
their money is going. They are more likely to
give to causes where they can either make an
immediate impact, or ones that they have a
personal connection to. They will be more loyal
to organizations with high credibility. Across the board, they agreed that options like
“Round-Up for charity” was easy and efficient way of getting a donation from them.
KEY TAKEAWAYS
To effectively penetrate the young professional ‘bubble’, St. Jude will need to
employ a variety of tactics that:
! Connect them to the people and issues they are helping
! Encourage teamwork
! Create easy ways to make every little bit count
! Authentically portray the impact they can have
! Use digital innovation to strengthen the relationship
SECONDARY AUDIENCE – LOCAL VOLUNTEERS AND RETAIL EMPLOYEES
To effectively role out the campaign programs and events, St. Jude will need to
engage with over 32 local chapters and employees of over 60 retail partners. The
age bracket of this audience is a bit broader (21-45), but they have many of the
same psychographics as the young professional audience. Some considerations for
this secondary audience:
! Consistent campaign experiences
! Predictive ROI
! Efficient onboarding
! Sharing of tips and tricks
! Maintain emotional connection to St. Jude

SWOT ANALYSIS
STRENGTHS WEAKNESSES
INTERNAL
! Over 50 years of public awareness
! Credible organization
! All volunteer board of directors
! Focused mission
! Exclusive fund-raising group
(ALSAC)
! Owns “Thanksgiving” holidays with
retail and media support
! Celebrity influencers
! Strong Hispanic market outreach
! Main campaign is limited to
exposure only during certain
time of year
! Campaign elements are
similar to others in the space
! Tactics lack emotional
connection with target
audience
! Mechanism of donation does
not provide for long-term
relationship building
OPPORTUNITIES THREATS
EXTERNAL
! Leverage visibility of Thanks and
Giving campaign to create
avenues for a better emotional
connection
! Pilot events that local chapters can
use to expose young professionals
to the people behind St. Jude
! Young professionals want to be
part of a team working toward a
common good
! Young professionals think more
about the people they are helping
than they do themselves
! Many children’s charities have
partnered with retail
establishments using the same
tactics St. Jude pioneered
! Other charities have created
opportunities that are highest
up on Maslow’s Hierarchy of
Needs (self-actualization)
! Personal fundraising through
Kickstarter and GoFundMe
have further segmented the
donor population
P O S I T I V E N E G A T I V E

FOCUS GROUP REPORT
Bubble Lab conducted message testing with five young professionals aged 21-30. The
group was presented a series of three individual message statements. After each
message was read aloud by the moderator, each participant turned over a sheet of
paper with the same message. They were instructed to circle the words or phrases that
impacted them the most. They were also asked to write down initial thoughts about
what they liked about the statements and what they did not like about the statements.
Following the exercise, a discussion was facilitated before going on to the next
statement. At the end, participants were asked to identify the messaging that impacted
them most.
FOCUS GROUP TESTED MESSAGES
A
From bench to bedside, scientists and researchers work along side doctors and
their patients to expedite cancer discoveries. From 20% 50 years ago, today
80% of children survive cancer. St. Jude’s innovative approach is pushing toward
90% in the next 10 years.
Be part of the single-most exciting revolution of our time:
100% cancer survival! Life-changing treatments from
St. Jude Children’s Research Hospital ensure all kids
have the numbers on their side.

B
St. Jude hospital is like no other when it comes to putting the child ahead of the
patient. There are little red wagons instead of wheelchairs. Themed waiting
rooms transport visitors to sunny beaches and magical kingdoms. No child is
ever turned away and no family ever receives a bill.
With St. Jude Children’s Research Hospital
you have the extraordinary power to create one-of-a-kind welcoming treatment
experience for young patients and their families dealing with the
most hostile of diseases.
C
In 1962, a dream that “No child should die in the dawn of life.” was realized.
Like a great orchestra, St. Jude is the product of many inspired people working
together, each bringing talents that are distinct and essential to the
performance, yet doing so in a way that produces something amazing and
greater than the sum of the parts.
Through St. Jude Children’s Research Hospital fundraising events you can
create a new symphony, harmonizing with like-minded people on a
mission to save kids from cancer.
KEY FINDINGS
Option A was too much of an over promise. While the group liked the sentiment, “100%
cancer survival” did not seem obtainable. The message seemed cheesy and insincere. It
did not play into the millennial generation’s need for authenticity. However, they did like
some of the more rational reasons to believe such as the current survival rate of 80% and
the fact that St. Jude is pushing toward 90% survival in 10 years.
Option B was highly regarded for its ability to highlight the facility and family that
surrounds the child. The phrase “puts the child ahead of the patient” tested strongly.
However, adding the phrases “one-of-a-kind” and “extraordinary” seemed like it was
describing a really fun place like Disneyland. The message was not sensitive enough for
the needs of a pediatric cancer hospital. The group also did not like ending the message
which such a negative statement like “hostile diseases”.

Option C showed that many people worked together in the organization. The phrases
“many inspired people working together” and “like-minded people on a mission”
tested high. The analogy, however, was too giddy and light hearted. It seemed to center
on the individual donor, and not on the family or kids they are trying to help. Overall,
the group felt this message was disconnected from the problem.
When asked which approach, whether the messaging was correct or not, would resonate
with this group, each person selected B without question. They liked the visibility into
the inner-workings, and child-friendly touches of the where kids could be kids.
They liked that St. Jude not only treats the whole child—
St. Jude treats the whole family.

ST. JUDE BRAND POSITIONING AND PERSONALITY
In the broader marketing efforts, St. Jude positions the organization as the only hospital
that does not charge for pediatric care. Broadcast commercials and print ads tout the
benefits of this unique approach. Family testimonials and patient information play and
important role in the marketing message.
A SINGULAR MESSAGE
For the Thanks and Giving®
campaign, the tone is focused and to the point. “Give. To
Help Me Live.” is the latest ad copy in banner ads for the Thanks and Giving®
campaign.
Celebrity endorsement gives additional exposure and interest. The simple message is
coupled with the differentiated look and feel to allow for an extension into a variety of
different tactics.

FRIENDLY URGENCY
“DONATE NOW” is the primary call to action. The color used on the call-to-action
is the dominant color in both campaigns. Whether corporate maroon or campaign
green, the action is the primary focus of the advertising. This creates a feeling of
urgency. But, this is nicely balanced with the smiling faces of kids. People like to
know whom they are helping, and seeing the faces of the children helps to validate
the donation need.
Young professionals desire to trial their relationships with charities before
committing long term (Feldmann, 2014). They are not as receptive to a “DONATE
NOW” message. And since many other charities show the faces of cancer patients,
there is “charity blindness” where these images mean nothing. These kids are over-
saturated “poster” kids. They don’t emotionally connect. To position St. Jude as
the charity of choice with our audience, we will expose a more authentic view of St.
Jude while guiding young professionals on a journey toward financial donation.
NOSTALGIC CREDIBILITY
In many mediums, Marlo Thomas is a consistent voice of St. Jude. For Generation X
that grew up with “Free To Be You and Me” or the Boomer Generation that
remember her father, Marlo’s inspired voice-over gives a familiar and credible voice
to the organization.
Marlo is a tireless advocate for St. Jude. It is not simply her second family—it is her
family. This is because she has been intimately involved from day one. She has seen
the impact of her work first-hand. While her notoriety may not resonate with young
professionals of today, there are things we can learn from her that could inform how
we build affinity and advocacy within this audience.
COLLABORATIVE INNOVATION
St. Jude is the scientists, doctors, patients, families, employees, donors, celebrities
and volunteers all working toward one mission. There is a lot at stake, and St. Jude
understands that discovery only happens in collaborative setting. They are on the
leading edge of scientific advances in pediatric care. While the medical community
recognizes the contributions St. Jude has made, it is not well positioned in the
public eye. There could be opportunity explore the innovative personality of St.
Jude positioning them as a benefactor of human health.

INTEGRATED COMMUNICATIONS STRATEGY
STATEMENT
You can provide hope and healing by joining like-minded people inspired
to make an immediate difference in families dealing with pediatric cancer
treatment. Your efforts power unprecedented research efforts at
St. Jude Children’s Research Hospital, where children and scientists play,
dream and unravel the mysteries of cancer together.

CREATIVE BRIEF
Agency: Bubble Lab, Inc.
Client: St. Jude Children’s Research Hospital
OBJECTIVE (Why are we advertising?)
Because of the multitude of charitable giving options available today, St. Jude needs
to stimulate a long-term connection to St. Jude among the 21-30 year old
demographic. By positioning St. Jude as the elite fundraising program within this
market, St. Jude hopes to raise $30 million dollars in the next three years. To do this,
the campaign needs to build affinity for support through interaction with local events,
social sharing and advocacy.
TARGET AUDIENCE (Who are we talking to?)
PRIMARY
The Skeptical Philanthropist
These 21 to 30-year-old young professionals desire to make an immediate impact with
their donation dollars. They are open to donating to issues that concern them, but are
scared of online scams. “To me, it’s the credibility of knowing where my money is
going and the fact that I am an action-oriented person” (Dax, 2015). For most, they will
give if it is easy. “Rounding up for charity is the simplest way to donate without heavy
thought. I have a dollar or some cents to spare, so why not disperse it to someone who
needs it much more than myself?” (Falencik, 2015).
As a rule, they will respond better to issues and people than organizations and
companies. Lifting the veil on St. Jude as an organization will help emotionally connect
to this audience.
SECONDARY
Determined Local Chapter Volunteers
These internal stakeholders have the power to make or break the campaign. They are
passionate about St. Jude’s mission, but need tools and resources to help them raise
money in their local areas. They want to learn from others to elevate visibility. They
take pride in their hard work. They desire a successful and smooth fundraising activity.

CURRENT PERCEPTIONS (What do they currently think?)
St. Jude is a big hospital doing good work somewhere in the middle of country. I will
give money if asked to during checkout. Other than that, I have no real reason to
remember St. Jude as part of my charitable giving options.
TARGET INSIGHT (What is the understanding that provides us an opportunity?)
This is a market that wants more opportunities to see the value that their donation
brings to St. Jude. They want to help, but need to be emotionally invested. They
want to see the results, and know exactly whom they are helping.
INTEGRATED COMMUNICATION STRATEGY STATEMENT
You can provide hope and healing by joining like-minded people inspired to make
an immediate difference in families dealing with pediatric cancer treatment. Your
efforts power unprecedented research efforts at St. Jude Children’s Research
Hospital, where children and scientists play, dream and unravel the mysteries of
cancer together.
THE SINGULAR MESSAGE (What is the single most persuasive idea we can
convey?)
St. Jude Children’s Research Hospital brings you closer to the families, patients,
doctors and scientists looking for a cure.
REASONS TO BELIEVE (Why should they believe it?)
! St. Jude is not just a hospital, it is a research center enabling faster treatments
personalized to the patient
! St. Jude’s child-centric facilities are accessible to all
! St. Jude offers transparency to their efforts through reports
! St. Jude accepts any child regardless of the family’s ability to pay
! St. Jude has helped to bring overall cancer survival rate to 80%
TONE (What is the personality we want to convey?)
Aspirational, authentic, personal
DESIRED RESPONSE (What would we like them to think?)
There are many options to donate money, but with St. Jude I can see the lasting
impression my time and money will make on children and their families.

CREATIVE CONCEPT
While St. Jude raised over $100 million last year with Thanks and Giving®
, there are
fundamental limitations of the campaign. One, it is a seasonal campaign with high
media exposure only during the Thanksgiving and holiday shopping months. Two, the
relationship with St. Jude is transactional. Young professionals hold much of the
buying power and are happy to donate at check out. But, transactional relationships
are simply a point-in-time. There is no on-going emotional connection to St. Jude.
Through a refreshed approach, designed specifically for our target audience, Bubble
Lab can extend St. Jude’s marketing success beyond the November timeframe and at
the same time connect on a deeper level to the young professional demographic.
Of course, one challenge of introducing new campaign creative into the marketplace is
making sure that it reflects the current attitude and tone of existing market materials.
There is no need to re-invent the wheel. Bubble Lab simply seeks to bridge the gap
between seasonal and yearly / transactional and emotional to “stimulate a lifetime of
connections with St. Jude” (Thomas, 2014).
CONNECTING THE DOTS
As noted in research, the young professional wants to make an immediate impact with
their donation dollars. They want to give to organizations that are credible and
transparent. But, most of all, they want to make a difference. Bubble Lab proposes
implementing a social media inspired campaign called “Give Visible” that reminds
young professionals when they give to charity, it is important that they get to see the
impact of their contributions. The campaign logo for Give Visible includes a hashtag
and “heart with chart” visual symbolizing the measured visibility St. Jude will provide.
Through the media and touchpoints that follow, young professionals will get a closer
view of St. Jude, and a better view of how their donations will impact lives. St. Jude
will own the idea of “impactful giving” within the mindset of this generation. The
campaign will build loyal advocates who spread the message of #Givisible through
social media. The new campaign will bring all of St. Jude’s marketing efforts together
within one conceptual idea, to address the emotional needs of the young professional.

COLOR AND TONE
The Give Visible campaign incorporates visual similarities to other St. Jude marketing
efforts. It uses the core burgundy (PMS 1955) and gray (PMS Warm Gray 9) of the St.
Jude logo, and pairs those with the lime green of the Thanks and Giving®
campaign,
thus bridging the gap between the two different marketing look and feels. The tone
reflects the creative brief: aspirational, authentic and personal. It is a call-to-action for
every young professional.
PHOTOGRAPHY
The Give Visible campaign photography will focus on emotionally charged black-and-
white imagery of St. Jude success in action. Whether it’s a new discovery or a kid
coming home from treatment, the photography will attempt to create closer emotional
bond between St. Jude and viewer.
MESSAGING
The Give Visible campaign will incorporate a variety of words that work in tandem with
the #Givisible call-to-action. These include words like cures, dreams, hope, strength
and other keywords that reflect the needs of patients and families. In addition, the
messaging will showcase successes of St. Jude and their patients.
SPANISH TRANSLATION
For the highly sought after Hispanic market, the Give Visible campaign is easily
translated into a similarly appropriate hashtag and call-to-action. Each of the tactics
outlined in this campaign will be able to create emotional connections within the
multicultural demographics.

SAMPLE “GIVE VISIBLE” AD
Below is a sample ad that shows all of the campaign elements working together.

OBJECTIVES AND STRATEGIES
BUSINESS OBJECTIVES
ALSAC has a hefty goal for St. Jude to become the “elite fundraising program in the
young professional market” (Thomas, 2014). And to do so, St. Jude will need to
leverage multicultural opportunities and expand their digital footprint.
The Give Visible campaign objectives are designed to meet the following business
objectives as identified by ALSAC (Thomas, 2014):
! Test 25 young professional events throughout the country
starting in August 2015.
! Increase the average event total to $100,000 for events from August 2015
to August 2016 for a total revenue of $3MM in year one.
! Grow event total to $30MM in three years.
GIVE VISIBLE CAMPAIGN OBJECTIVES AND STRATEGIES
! Gain 50,000 new young professional donors by January 2016.
Strategies:
o Build awareness through impactful digital creative and
hyper-targeted media buys
o Offer opportunities to give at multiple touchpoints
o Differentiate St. Jude from other cancer hospital donation campaigns
! Raise $500,000 in returning (2nd
time) donations by May 2016.
Strategies:
o Develop consistent local chapter advocacy and outreach
o Create on-going emotional connection with St. Jude
o Establish content stickiness within website property
! Increase St. Jude positive social media buzz by 50% by August 2016.
Strategies:
o Develop mobile marketing platform that facilitates sharing within a
person’s online ecosystem

o Partner with social media content providers to generate buzz worthy
content
o Disrupt the status quo through guerilla marketing
! Add 100,000 emails to national database for on-going CRM efforts
by August 2016.
Strategies:
o Pilot three different events within local markets
o Use technology to drive interest and attendance
o Engage seamlessly into young professionals lives

COMMUNICATION PLAN
The Give Visible communication plan will establish key moments in time where St.
Jude can impact young professionals with thought provoking creative. It will provide
key touchpoints of interaction to build affinity, participation and loyalty.
MEDIA PLAN
Paid media outreach is essential to build awareness and affinity for the Give Visible
message. For most young professionals, it will facilitate the first interaction with St.
Jude. It is important for St. Jude to use a media mix that reflects the target audience’s
media consumption habits to minimize waste. Agile, hyper-targeted media buys will
ensure opportunities for trial and optimization. For that reason, Bubble Lab
recommends focusing primarily on digital media opportunities.
The following are the objectives of the media plan:
! Online contextual and video advertising will reach 30% of target audience
by August 2016.
! Online re-targeting advertising will reach 75% of website visitors
by August 2016.
! Social media awareness will reach 60% of target audience by August 2016.
MEDIA MIX
The following venues and platforms will be used to advertise and communicate the
Give Visible campaign touchpoints as identified in the next section.
PUBLIC RELATIONS PLAN
Earned media outreach will help reinforce the Give Visible message. It is important for
St. Jude to use public relations to elevate the message of knowing where donation
money is going. The public relations plan will support building awareness of various
touchpoints such as events and digital tools.
The following are the objectives of the public relations plan:
! Be mentioned in ten influential young professional blogs by August 2016.
! Garner 5 instances of local TV news coverage within each of the local chapter
areas by August 2016.

COMMUNICATION PLAN AND BUDGET OVERVIEW
TOUCHPOINTS BUDGET DONATIONS MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG
WEBSITE/SOCIAL MEDIA $2,832,000 $4,000,000
Website Development $250,000
12 Month On-going Maintenance $60,000
Broad Reach Display Advertising $1,200,000
Display Retargeting $500,000
CRM Program $400,000
Editorial Calendar $50,000
52 Weeks of Facebook posts $52,000
6 Reddit AMAs $120,000
Agency Fee $200,000
MOBILE APP $2,410,000 $3,200,000
Mobile App Development $200,000
12 Months On-Going Maintenance $100,000
Introduction Video $50,000
Facebook Advertising $100,000
Display Advertising $1,200,000
Search Media $500,000
Blogger Outreach $80,000
Interactive Press Release $30,000
Agency Fee $150,000
BOOTH AT FAIR EVENT (4) $890,000 $1,687,500
Booth Design and Build Out (4 booths) $180,000
Interactive Gaming Development $50,000
20’x20’ Space Rental $60,000
Screens and Kiosks Rental $80,000
Bracelets and Prize $380,000
Internal Communications $20,000
Agency Fee $120,000
IN-STORE KIOSKS (80) $940,000 $1,600,000 TRAINING
Video Development (20) $80,000
Scanning Card Printing $230,000
Email Development and Deployment $20,000
Kiosk Rental/Set Up/Maintenance (80) $400,000
Agency Fee $210,000
BUZZFEED VIDEO NATIVE ADS (2) $1,720,000 $2,000,000
Video Development (x2) $120,000
Buzz Feed Media Buy $1,500,000
Agency Fee $100,000
SCAVENGER HUNT EVENT (4) $4,950,000 $3,240,000
Venue rental (x4) $250,000
10 Remote Robots 5-hour Rental (x4) $200,000
Event collateral/signage/Tshirts (x4) $100,000
Local Radio (2 months / 4 markets) $500,000
Social Media Ads (regional target) $50,000
Interactive Press Release (x4) $40,000
Event Security (x4) $100,000
Corporate Outreach $40,000
Event Mobile Website/App $250,000
Direct Mail (4 Markets, 20,000,000 pieces) $500,000
Spot TV 1 month (4 markets) $2,500,000
Agency Fee $420,000
CHALK ART EVENT (4) $180,250 $200,000 EVENT
Chalk Artists (4) $40,000
Cardboard Hearts (4,000) $250
Press Outreach $20,000
Filming/Editing/Video (4) $80,000
Agency Fee $40,000
INTERNAL COMMUNICATIONS $440,000 $800,000 EVENT APP LAUNCH
Campaign Video $20,000
T-Shirts $50,000
Event Guidelines App $200,000
On-Going Maintenance $30,000
Quarterly Newsletter $120,000
Agency Fee $20,000
CAMPAIGN TOTAL $14,362,250 $16,727,500
POTENTIAL CAMPAIGN REVENUE
DEVELOPMENT ANNOUNCEMENT
LAUNCH ONGOING MAINTENANCE AND MEDIA
ONGOING MAINTENANCE AND MEDIALAUNCH
SPONSORS/ADVERTISINGDEVELOPMENT EVENTS
DEVELOPMENT VIDEO
VIDEO 2VIDEO 2 DEV.
ST. JUDE CHILDREN’S RESEARCH HOSPITAL CAMPAIGN PROPOSAL45
DEVELOPMENT IN-STORE
VIDEO 1 DEVELOPMENT VIDEO 1
2015 2016ESTIMATES
$2,365,250
DEVELOPMENT
DEVELOPMENT
DEVELOPMENT EVENTS

#GIVISIBLE WEBSITE AND SOCIAL MEDIA
Budget: $2,832,000 // AUGUST 2015 – ON-GOING
Strategies considered:
! Create on-going emotional connection with St. Jude
! Establish content stickiness within website property
WWW.STJUDE.ORG/GIVISIBLE
The first touchpoint Bubble Lab will develop is a website for the Give Visible
campaign. The website will house infographics, reports and patient stories that lead
visitors to interactive tools such as a giving calculator and opt-in for ongoing reports.
FACEBOOK.COM/STJUDE
Rather than compete, and further distance the young professional relationship with St.
Jude, Bubble Lab recommends integrating the Give Visible campaign within the
existing Facebook pages on a national and local level—instead of creating an entirely
new Facebook presence. Bubble Lab will develop an editorial calendar, image posts
and targeting strategies to complement the current efforts.
REDDIT AMA
Reddit is an entertainment and social networking site that has a feature called “Ask Me
Anything”, or “AMA”. AMAs are widely popular in today’s young professional culture.
Celebrities, sports heroes and current event icons do AMAs online which are attended
nationwide. Bubble Lab proposes an AMA for St. Jude scientists, doctors and patients
to answer questions within this unique forum. The activity will be promoted through
social media and leveraged for public relation outreach.
PROMOTION
The website and social media efforts will be promoted through hyper-targeted online
media venues, search engines and Facebook advertising. The media will mix endemic
and network ad buys that are optimized for donation and email database conversions.
BUDGET CONSIDERATIONS
Website Development $250,000
12 Month On-going Maintenance $60,000
Broad Reach Display Advertising $1,200,000
Display Retargeting $500,000

CRM Program $400,000
Editorial Calendar $50,000
52 Weeks of Facebook posts $52,000
6 Reddit AMAs $120,000
Agency Fee $200,000
POTENTIAL 12-MONTH ROI
COST VISITORS DONATION RATE
AVERAGE
DONATION
TOTAL
DONATIONS
$2,832,000 4,000,000 5.00% $20.00 $4,000,000
#GIVISIBLE WEBSITE AND SOCIAL MEDIA KEY FEATURES
! Variable content entry point. Visitors are asked their name to better
personalize and draw them into the St. Jude story.
! Giving calculator. Visitors can toggle the amount of their giving through sliders
that truly show the impact of every little bit of money donated.
! Opt-in for updates. Visitors can sign up with email or mobile number to receive
quarterly reports about the St. Jude’s progress.
! Sharing tools. Visitors can help spread the St. Jude message through
personalized e-cards, cinemagraphs, infographics, copy/paste Tweets, and a
mobile app download.
! Customizable landing pages. There are opportunities for customized entry
points to connect storyline with ad creative.

WEBSITE CREATIVE EXECUTION
FACEBOOK POST/AD EXECUTION

#GIVISIBLE MOBILE APP
Budget: $2,410,000 // AUGUST 2015 – ON-GOING
! Offer opportunities to give at multiple touchpoints
! Differentiate St. Jude from other cancer hospital donation campaigns
! Develop mobile marketing platform that facilitates sharing within a person’s
online ecosystem
! Use technology to drive interest and event attendance
#GIVISIBLE MOBILE APP
We will develop a mobile application that brings young professional donors intimately
closer to the St. Jude mission. A key feature of the app will be the “giving tracker”
functionality. Users can see analytics and results of their purchases, volunteering and
donations over the months and compare themselves to others in their local area, or
within their social network. Users will also receive “behind the scenes” videos of St.
Jude activities in Memphis. Live streaming through Meerkat API integration will allow
for a real-time understanding of how they can impact patient lives.
SOCIAL GIVING
The app will feature a location-based mapping system that identifies stores and events
near the user who are participating in St. Jude fundraising efforts. Retail partners such
as Kmart, Williams and Sonoma, CVS and Chili’s can use the app to offer mobile
couponing in exchange for in-app donations to encourage financial contributions.
App users can donate money in return for the ability to send their friend’s premium
coupon offerings.
The features of the #Givisible Mobile App will be an important storyline for public
relations efforts such as an interactive press release complete with statistics and video
introduction. It will also be used as a component of a blogger outreach. This program
will compensate bloggers for testing out the app, and communicating its value
through their blog properties.
It will also be promoted via social media channels, display advertising and
search media.

RATIONALE
Today’s young professionals are mobile. Essentially, they are “on the move” and we
are in the “age of context” as defined by the authors of a must-read book by the same
name: Age of Context: Mobile, Sensors, Data and the Future of Privacy (Scoble &
Israel, 2014). It has been documents that there are “Five Forces” (mobile, social, data,
sensors and location) that are changing the way in which young professionals of today
experience brand and cause engagement. Whether its games, banking, social media,
productivity or proprietary programs, mobile apps create a personalized closed-loop
experience within a highly personal and intimate device. Mobile apps can continue
product or brand engagement through utility and ease-of use (Baer, 2013). Key
insights of focus group research indicated that young professionals would give more,
if they were presented with options. Additionally, they want to see the impact of
their donations.
Mobile App Development $200,000
12 Months On-Going Maintenance $100,000
Introduction Video $50,000
Facebook Advertising $100,000
Display Advertising $1,200,000
Search Media $500,000
Blogger Outreach $80,000
Interactive Press Release $30,000
Agency Fee $150,000
COST USERS
DONATION
RATE
AVERAGE
DONATION
REPEAT
DONATIONS
TOTAL
DONATIONS
$2,410,000 100,000 20% $20.00 X8 $3,200,000

#GIVISIBLE MOBILE APP KEY FEATURES
! Donation tracking. Users can track their donations whether cash, percentage of
sale at partner locations, or through the social giving component.
! Impact comparison. Users can see how their contributions compare to other
app users and friends within their own social networks.
! St. Jude live streams. Through the Meerkat API, users can see a live stream of
various public areas of the St. Jude hospital. Special live stream events will also
be used to bring the user closer to the St. Jude efforts.
! Social giving. Users can send partner-sponsored free and discount coupons to
friends in exchange for in-app donations.
! Partner and event mapping. Users can view St. Jude retail partnerships within
their local area and receive premium coupons and discounts. Users are also
alerted to local and special events that are part of St. Jude fundraising.
CREATIVE EXECUTION

#GIVISIBLE AT THE FAIR
Budget: $890,000 // AUGUST – OCTOBER 2015
! Develop consistent local chapter advocacy and outreach
! Pilot three different events within local markets
! Use technology to drive interest and attendance
! Engage seamlessly into young professionals lives
! Disrupt the status quo through guerilla marketing
#GIVISIBLE INTERACTIVE BOOTH
We will pilot four booth events at local fairs that establish a presence for St. Jude
within the 21-30 young professional demographic. The booth experience will gamify
the Give Visible campaign messaging and St. Jude’s Impact on families and cancer
research in a high-tech, experiential environment.
Each booth will offer gaming stations where young professional fair goers can see how
their moves help to advance cancer research at St. Jude, furthering the understanding
of how donations impact patient care. Prizes and awards will be given out to those that
achieve high scores. Local media outreach will be conducted by the agency to ensure
exposure and to drive booth traffic.
#GIVISIBLE PRIZE GIVE AWAY
St. Jude support bracelets will be given out to fair goers who visit the booth and “Like”
the St. Jude Facebook page or download the #givisible app. A crew of volunteers will
walk the fairgrounds. They will hand out random prizes such as ride tickets, concert
tickets and food vouchers to people they spot visibly wearing the bracelets.
RATIONALE
St. Jude is not a local hospital for most people nationwide. It is important for the Give
Visible campaign to give St. Jude a presence in local markets. To maximize
efficiencies, we will capitalize on traffic borrowed from existing fairs that occur during
or around September's Childhood Cancer Awareness Month. We will pilot booth
events in four high-volume venues where St. Jude has local chapter presence and
associations with collegiate fraternal organizations. The fraternities and local chapters
will work together to establish and staff the booth.

VENUE RECOMMENDATIONS
! Minnesota State Fair, St. Paul / Aug. 27 – Sept. 7 2015 / 1.7 million attendees
o University of Minnesota – Tau Kappa Epsilon
o St. Jude Minnesota Chapter – Minneapolis
! Los Angeles County Fair / Sept. 4 – 27 2015 / 1.5 million attendees
o University of Southern California – Lambda Theta Alpha
o Southern California Chapter – Garden Grove
! Eastern States Exposition, Mass. / Sept. 18 – Oct. 7 2015 / 1.2 million attendees
o Delta Delta Delta – Boston
o New England Chapter – Boston
! Texas State Fair, Dallas / Sept. 25 – Oct. 18 2015 / 3.0 million attendees
o University of North Texas System College of Pharmacy – Phi Delta Chi
o Central/South Texas Chapter – Dallas
Booth Design and Build Out (4 booths) $180,000
Interactive Gaming Development $50,000
20’x20’ Space Rental $60,000
Screens and Kiosks Rental $80,000
Bracelets and Prize $380,000
Chapter/Fraternity Internal Communications $20,000
Agency Fee $120,000
COST
BOOTH
VISITORS
DONATION
RATE
AVERAGE
DONATION
TOTAL
DONATIONS
$890,000 1,125,000* 15% $10.00 $1,687,500
*Represents 15% of total fair attendees

#GIVISIBLE AT THE FAIR KEY FEATURES
! Interactive booth. Visitors can participate in immersive virtual games that
simulate cancer discovery.
! Donation vending machines. Visitors can buy cold drinks and snacks with an
optional “keep the change” donation mechanism.
! Social media integration. Visitors that “like” the St. Jude Facebook page or
Tweet using #Givisible or #davisible will receive a Give Visible wristband.
! Guerilla marketing. Volunteers roaming the fair will give out prizes and ride
tickets to fair goers that are wearing the Give Visible wristband.
CREATIVE EXECUTION

#GIVISIBLE THANKS AND GIVING®
KIOSKS
Budget: $940,000 // NOVEMBER – DECEMBER 2015
! Use technology to drive interest and event attendance
#GIVISIBLE KIOSKS
We will develop 20 short-format videos of St. Jude families, patients, scientists,
doctors, nurses and therapists thanking shoppers for their donations. The videos will
be displayed within in-store kiosks placed in retail partner locations during the two
months of the Thanks and Giving®
campaign. Bubble Lab will pilot this idea in 80
select partner retail locations nationwide in 2015, to measure impact of the touchpoint
before investing in a larger roll out.
When a shopper donates money at point-of-purchase, they will receive a special card
from the cashier. The card can be scanned at the Kiosk, and the shopper will see a
thank you video specific to the dollar amount donated. The shopper will be asked to
write a note back to the person whose video was shown. At that point, the shopper will
be asked for an email address for further communication from St. Jude. The email
address will be added to the St. Jude marketing database. The shopper will receive an
email with a follow-up message about the video they viewed. They will also be
encouraged to download the #Givisible mobile app for special coupons. Finally, they
will be asked to share the St. Jude Thanks and Giving®
campaign on social media.
RATIONALE
The Thanks and Giving®
campaign is a widely successful transaction-based campaign.
St. Jude needs a way to establish an on-going emotional relationship with these
shoppers. The in-store kiosks helps bring the Give Visible campaign to life by
immediately showing how the donations are helping families and patients.

Video Development (20) $80,000
Scanning Card Printing $230,000
Email Development and Deployment $20,000
Kiosk Rental/Set Up/Maintenance (80) $400,000
Agency Fee $210,000
COST
EMAIL
ADDRESSES
DONATION
RATE
AVERAGE
DONATION
TOTAL
DONATIONS
$940,000 800,000 10% $20.00 $1,600,000
#GIVISIBLE THANKS AND GIVING®
KIOSK KEY FEATURES
! Bar coded thank you card. Shoppers that donate at check out receive a card
from the cashier that is scanned and coded with their donation amount.
! In-store kiosk. Shoppers can insert their thank you card into the in-store kiosk
to see from one of 20 pre-produced videos, customized with their donation
amount.
! In-kiosk giving. Shoppers can swipe their credit card to donate more after
seeing the video.
! Email/cell phone number capture. Shoppers who insert their thank you card
can write a note to the person whose video was displayed. If they add their
email or cell phone number, they will receive a personalized message back.
! CRM. Shoppers who entered their email or cell phone number will receive an
email or text message encouraging them to download the #Givisible mobile
app to get special coupons and discounts from the retail partners and on-going
updates from St. Jude.

CREATIVE EXECUTION

#GIVISIBLE NATIVE VIDEO ADVERTISING
Budget: $1,720,000 // JANUARY – FEBRUARY 2016, MAY-JUNE 2016
! Build awareness through impactful digital creative and hyper-targeted
media buys
! Partner with social media content providers to generate buzz worthy content
“WE ALL PLAY A PART” VIDEO ADS
Bubble Lab will use digital storytelling to affect emotion and build buzz and interest.
After all, “Viral is a result, not a strategy” (Sullivan, 2012, p. 190). Bubble Lab has made
the creative choice to shift focus from St. Jude’s well-messaged benefits of cancer
research and family support. Instead, we are focusing on a more emotional story.
Bubble Lab will create two videos during the year that will engage from the first
moment, and draw the viewer closer to the St. Jude story with emotion and heart.
The first video concept is a “slice of life” showing the impact everyone can have on St.
Jude’s efforts from the point-of-view of a pet dog. A key insight from research is that
not everyone knows a child dealing with cancer. However, most people can relate to a
family dog. For St. Jude, Bubble Lab recommends a plot that focuses on a dog waiting
to do “his part” in cancer treatment. There are varied shots of a lonely dog in a house
waiting for the child to come home. This style of video provides visual interest and
“says more about the cause than lengthy dialogue” (Sukys, 2015). The video will have
a campaign call-to-action that reminds viewers that with St. Jude, they can Give Visible
Reunions and a button that links to the campaign microsite. The ad will be targeted to
young professionals within the Buzz Feed subscriber database.
The video will be filmed using voice over so that it can be easily translated for the
Spanish speaking audience and subsequently targeted appropriately to this
demographic. The cinematic style will reflect the black and white look and feel of the
Give Visible campaign.
RATIONALE
To make a connection with young professionals and encourage word of mouth sharing,
St. Jude will partner with online social content provider, BuzzFeed, to produce a video
spot as a native ad within their platform. BuzzFeed can give our video instant visibility
within a global audience of over 200 million people. The majority of BuzzFeed

subscribers are “18-34 year olds who are educated, active online, and culturally aware”
(Peretti, 2015). BuzzFeed is known as a credible source for news and information,
including entertaining and thought provoking videos fed on social media sites such as
Facebook and YouTube. Purina recently partnered with BuzzFeed to create a series of
fictional videos called “Dear Kitten” where “an older cat gives sage advice to a new
kitten” (Fessenden, 2014). The first ad in the series had over 8 million views in the first
4 days (Fessenden, 2014).
Video Development (x2) $120,000
Buzz Feed Media Buy $1,500,000
Agency Fee $100,000
COST REACH
DONATION
RATE
AVERAGE
DONATION
TOTAL
DONATIONS
$1,720,000 20,000,000 1% $10.00 $2,000,000
#GIVISIBLE NATIVE VIDEO ADVERTISING KEY FEATURES
! Digital storytelling. Viewers are engaged through a familiar, yet alternative
perspective of how cancer research impacts families.
! Social media exposure. Young professionals are hyper-targeted through social
media sites via BuzzFeed’s network of subscribers.
! Credible content. BuzzFeed sponsored content is respected for its originality
and entertainment value.
! Reusable content. Videos can be used in other promotional venues including
pre-roll, mobile and YouTube media buys.
! Website traffic drivers. In-video call to action connects the viewer to a
continued storyline on the website.

VIDEO CREATIVE EXECUTION
“WE ALL PLAY A PART”
Running time: 1 minute
VIDEO AUDIO
1. SFX: Intro acoustic music
Announcer V.O.:
BUZZFEED PRESENTS:
WE ALL PLAY A PART
Spanish: BUZZFEED PRESENTA: TODOS
DESEMPEÑAR UN PAPEL
2. SFX: Dog’s heavy sigh
Dog V.O.: CANCER RESEARCH IS HARD
WORK
Spanish: CÁNCER DE INVESTIGACIÓN ES
TRABAJO DURO
3. SFX: Slow paws on stairs, then a dog yawn
Dog V.O.: FINDING CURES FOR KIDS
AND HELPING FAMILIES.
Spanish: ENCONTRAR CURAS PARA NIÑOS
Y FAMILIAS AYUDANDO.
4. SFX: Sounds of cars driving by
Dog V.O.:
(sigh) FAMILIES LIKE MINE.
Spanish: FAMILIAS COMO LA MÍA.

5. SFX: Dog paws on kitchen floor
Dog V.O.: THERE ARE MOMENTS OF
HOPE…
Spanish: HAY MOMENTOS DE
ESPERANZA...
6. SFX: Small whine
Dog V.O.: …AND A LOT OF
UNCERTAINTY.
Spanish: Y MUCHA INCERTIDUMBRE .
7. SFX: Front door opens, sounds of family
Dog V.O.: BUT, WHEN THE ST. JUDE
SCIENTISTS, DOCTORS…
Spanish: PERO CUANDO EL HOSPITAL SAN
JUDAS CIENTÍFICOS, MÉDICOS…
8. SFX: Dog running toward family
Dog V.O.: …AND HELPFUL PEOPLE LIKE
YOU, DO THEIR PART,
Spanish: Y LA GENTE ÚTILES COMO LO
HACE SU PARTE…
9. SFX: Kids laughing as dog licks their faces
Dog V.O.: THEN, I GET TO DO MINE.
Spanish: ENTONCES, TENGO QUE
HACER MI

10. English ending screen:
Spanish ending screen:
SFX: Acoustic ending
Announcer V.O.: GET TO KNOW ST. JUDE
CHILDREN’S RESEARCH HOSPITAL AND
MAKE A DIFFERENCE FOR THOUSANDS
OF FAMILIES DEALING WITH CANCER.
WITH ST. JUDE, WHEN YOU GIVE, YOU
GIVE VISIBLE. PLAY A PART.
Spanish: CONOZCA HOSPITAL SAN JUDAS
HACER LA DIFERENCIA PARA MILES DE
FAMILIAS QUE TRATAN DE CÁNCER. CON
ST. JUDE, CUANDO LE DAS, LE DAS
VISIBLE. DESEMPEÑAR UN PAPEL.
WEBSITE LANDING PAGE (STORY CONTINUATION) CREATIVE EXECUTION

#GIVISIBLE ST. JUDE SCAVENGER HUNT
Budget: $4,950,000 // MARCH - APRIL 2016
A UNIQUE AND MEMORABLE EVENT
Bubble Lab will produce an unprecedented family-centric outdoor event that uses
advanced technology to bring St. Jude patients to the local community to inspire
volunteers and attendees. Registration will happen at StJude.org/givisible. At that
point, registrants will be encouraged to download an event app that will help them
define their team through their social networks. The team will choose a name, a t-shirt
color. They will use the fundraising tools to raise money for St. Jude.
On the day of the event, teams will come to the registration table where they will be
provided a unique code to enter into the app. The code will trigger the sequence of
items to find, with a series of clues to uncover the whereabouts of the first item. The
team sets off to find the remaining items. Food trucks and music are present
throughout the parking lot of the venue.
TELEROBOTICS
The #Givisible St. Jude Scavenger Hunt will take place at 4 local market baseball
stadiums. The events will feature 10 telerobots manned by children at St. Jude’s
Hospital in Memphis. By using the telerobot technology, attendees can actually walk
with the kids. The kids will give additional clues to participants as they find them within
the venue.
Venue rental (x4) $250,000
10 Remote Robots 5-hour Rental (x4) $200,000
Event collateral/signage/T-shirts (x4) $100,000
Local Radio (2 months / 4 markets) $500,000
Social Media Ads (regional target) $50,000
Interactive Press Release (x4) $40,000

Event Security (x4) $100,000
Corporate Outreach $40,000
Event Mobile Website/App $250,000
Direct Mail (4 Markets) $500,000
Spot TV 1 month (4 markets) $2,500,000
Agency Fee $420,000
COST ATTENDEES TEAMS
AVERAGE TEAM
DONATION
SPONSORSHIPS
TOTAL
DONATIONS
$4,950,000 30,000 3000 $1,000.00 $240,000.00 $3,240,000
#GIVISIBLE ST. JUDE SCAVENGER HUNT KEY FEATURES
! Team building. Young professionals will be targeted to participate through
corporate outreach by local chapters.
! Social media exposure. The event app will help attendees tag photos and take
selfies to share within their social network.
! Emotional connection. The presence of actual St. Jude researchers, patients
and families through the telerobots will help attendees see the value of their
participation.
! Donation kiosks. Players can buy extra clues or time through donation kiosks
throughout the scavenger hunt route.

#GIVISIBLE ST. JUDE SCAVENGER HUNT CREATIVE EXECUTION

#GIVISIBLE CHALK ART EVENT
Cost: $180,250 // JUNE 12, 2016
! Disrupt the status quo through guerilla marketing
CROWDFUNDING A BRIDGE OF HOPE
Bubble Lab will create a headline-getting guerilla event that brings into focus St.
Jude’s mission to never turn any family away or charge them for treatment. The event
will take place on the same day – June 12, 2016 in 4 major metropolitan locations with
large Hispanic Populations: Los Angeles, Houston, Miami and Chicago. June 12 is the
second Sunday in June as is also known as National Children’s Day.
On this day, volunteers will be out in the early morning hours to hang cardboard cut
out red hearts from lampposts, street signs, and fences. The bilingual hearts give
information on St. Jude and have a place to write the names of children they are
thankful in their life.
There will be a chalk artist drawing something that represents the uncertainty and
pitfalls of cancer, with a heart bridge that allows for safe transport. For anyone that
gives him a heart with a long with a $10 donation, he will add another heart with the
person’s name to the bridge. The bridge represents safe passage for all families as
they navigate pediatric cancers and other diseases with the help of St. Jude.
The event will be filmed and documented for further exposure within social networks.
Chalk Artists (4) $40,000
Cardboard Hearts (4000) $250
Press Outreach $20,000
Filming/Editing/Video (4) $80,000
Agency Fee $40,000

COST REACH
DONATION
RATE
AVERAGE
DONATION
TOTAL
DONATIONS
$180,250 20,000 50% $20.00 $200,000
#GIVISIBLE CHALK ART EVENT KEY FEATURES
! Guerilla marketing. Chalk artists will create spontaneous works of art within
urban city streets.
! Social media exposure. People will take selfies and tweet what is happening.
Additionally, Bubble Lab will film and document the events and push out
content via social media.
! Donations. People who want to part of the crowd-sourced art project can
donate money to add their name to the bridge chalk art design.
CREATIVE EXECUTION

#GIVISIBLE TEAMWORK INTERNAL COMMUNICATIONS
Cost: $440,000 // ON-GOING
A CONSISTENT PRESENCE
In order to provide on-going support and resources for the local chapters and fraternal
organizations, Bubble Lab will educate these groups through an inspiring campaign
video that introduces the concept of #Givisible. Even though the new events will be
piloted in key markets for the first year, it will be important to provide an event
guidelines app that feature checklists, tips and cross-chapter communication and
fundraising competition. This, along with the innovative events, will encourage larger
participation and draw 100,000 new volunteers in the first year.
Campaign Video $20,000
T-Shirts $50,000
Event Guidelines App $200,000
On-Going Maintenance $30,000
Quarterly Newsletter $120,000
Agency Fee $20,000
COST NEW VOLUNTEERS
FUNDRAISING
RATE
AVERAGE
DONATION
TOTAL
DONATIONS
$440,000 100,000 80% $10.00 $800,000

#GIVISIBLE TEAMWORK KEY FEATURES
! #Givisible launch. For the new campaign, Bubble Lab will create an overview
video that showcases all of the events and tactics for the coming year. This will
be sent via email to all current volunteers. It will encourage them to share it with
friends that might be interested in being part of this amazing year.
! Cross-chapter social sharing. Event app will have social media connectivity and
ability to share tips and information
! eLearning. New volunteers can learn from interactive talk tracks and better
understand the history of St. Jude and its mission through gamified education.
! Team building competition. Chapters can track their donation progress on a
particular event and compare it to those in other cities. Random “instant
competitions” will occur within the app, which will give timed challenges to
chapters to increase raising money right at that moment.
CREATIVE EXECUTION – EVENT PLANNING APP

EVALUATION PLAN
Bubble Lab will conduct on-going measure the success of the Give Visible campaign
tactics against the campaign objectives set forth. Campaign measurement reports will
be developed monthly or quarterly depending on the touchpoint.
! Gain 50,000 new young professional donors by January 2016.
o Quarterly chapter reports including metrics on event app usage, event
attendance and first-time volunteer members.
o Monthly mobile app analytics indicating social shares, new downloads
and new donor sign-ups.
o Monthly website analytics of user flow to donation submission by first-
time visitors.
o Post event reporting that details key insights and learnings from events
including donation sign ups.
! Raise $500,000 in returning (2nd
time) donations by May 2016.
o Monthly mobile app analytics of social giving usage and coupon
redemption.
o Quarterly report of Thanks and Giving®
in-store kiosk supplemental
donations either at point of sale, or through continued communication
via email or mobile app.
o Website user flow to donation submission by returning visitors.
! Increase St. Jude positive social media buzz by 50% by August 2016.
o Conduct a baseline social conversation report using Meltwater prior to
Give Visible campaign launch.
o Quarterly Meltwater social conversation report to analyze volume and
sentiment spikes.
! Add 100,000 emails to national database for on-going CRM efforts by July 2016
o Quarterly report on qualified emails added via in-store kiosk including
eblast touchpoints and second time donation conversion or event
attendance.
o Monthly report on website traffic opt-ins, shares and database growth.
o Monthly report on donor acquisition via mobile app social giving tool.

WVU IMC Capstone Project - Spring 2015

WVU IMC Capstone Project - Spring 2015

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WVU IMC Capstone Project - Spring 2015